Sustainability into Action

Today, we are publishing the first in a new series of playbooks designed to help brand marketers drive the sustainability agenda, starting with Creativity into Action.

Available to WFA members and Kantar clients, Creativity into Action shows how marketing’s storytelling power can help to normalise sustainable living: marketers can accelerate transformation by integrating sustainability into their communications strategy through stories that are relevant for consumers, authentic to the brand and tied to the fundamentals of the category.

This playbook includes key brand examples of what great marketing looks like when aligned with sustainable marketing practices.

Creativity into Action is the first out of five levers of the Circular Marketing and Growth framework. Each lever has a set of ‘attributes’ that helps an organisation understand its current ability to leverage that lever. Future playbooks will focus on the other marketing levers identified by the Sustainable Marketing 2030 study, developed jointly with Kantar's Sustainable Transformation Practice. The second, Radical Innovation, will be released in Spring 2025 and the third, Sustainability First, will be published in Q4 2025, with a fourth due for release at the start of 2026.

“Launched in 2023, WFA and Kantar’s Sustainable Marketing 2030 is serving as a practical tool for brands as they integrate sustainability considerations across the marketing discipline.
These playbooks will help take the original research from theory to action, equipping marketers with voluntary principles to consider, tools on how to apply the thinking as well as best practice examples. The Creativity into Action playbook is a chance to see what best-in-class brands such as Finish, Vodafone and Arla are doing in this space and how it’s transforming business performance,” said Michelle McEvoy, Initiative Lead for Planet Pledge at the WFA.